Uncovering Publicity Gems

Organisations that focus their PR solely on products, services and the general business plan are missing out on key opportunities to promote their brand and organisation. By taking an in-depth look at all aspects of your organisation, you can find more opportunities for exposing your brand. In addition to reaching new audiences, showing off your organisation’s expertise can draw attention to the strong internal structure, sound business strategy and growth potential of your business.

Free Trade

Don’t discount the value of industry and professional trade publications – they can increase exposure to potential business partners or employees. Look beyond your industry-specific business trade publications. There’s a trade publication for just about every profession and industry, and there are likely many that are relevant for different aspects of your business. Look at your business processes and determine the intangibles that make your organisation more productive, more efficient or superior to the competition. For example, there could be an opportunity to showcase your streamlined operations in a manufacturing trade publication, highlight your state-of-the-art research facility in an R&D magazine or feature your cutting-edge networking system in an IT trade.

Employees: Your Best Asset

If you have a star sales representative, a CFO who boasts 30 years of industry experience or a researcher who has won numerous awards, consider pitching them as “thought leaders” for articles on subjects relevant to their expertise. Having your employees quoted as industry experts not only provides additional exposure for your organisation, but also elevates your company as an industry leader and recognises top employees. These opportunities exist in mainstream media, local media or trade media. There may be an opportunity in a major national news magazine to comment in a trend story or have a star employee profiled by the local newspaper. Trade publications often highlight industry professionals by inviting industry experts to submit articles on topics of interest.

Corporate Culture

Many business, trade and management publications regularly cover new trends in corporate culture and management, and often highlight innovative leaders. If your company puts a premium on corporate culture or has a CEO with a unique management style, these could be great subjects for a feature. Topics such as creative off-site meetings or unique perks –anything that illustrates an organisation’s fostering of a great working environment – will highlight your company’s commitment to its employees as a reason for its success. This type of coverage not only highlights your management style and approach to employee relations, but also acts as a well-placed article that can also be a recruiting tool.

Think Beyond Business

Media opportunities aren’t limited to just the confines of your organisation. Business publications often focus on the extra curricular pursuits of busy executives because it provides a window into why they are able to excel both in and out of the boardroom. If your marketing manager regularly places at the top of her age group in triathlons or your chief operating officer spends his weekends building custom motorcycles, use it as an opportunity to generate publicity for that all-star employee and showcase the drive and motivation that permeates your entire company.

Don’t Stray Off Course

The goal of expanding your PR campaign to different areas of your business is to tie everything back to your core organisational message. Before seizing new opportunities, focus on the key messages that you want people to come away with. Before contacting reporters, make sure to sit down with members of your organisation to ensure that they are prepared to communicate these messages and are adept at handling any challenging questions that may arise from their discussions.

Getting Started

After determining new organisational assets you can pitch, develop a list of publication and reporter targets for your story ideas. Very often, newspapers and magazines have columnists who focus on”out-of-the-box” topics. Read the columns and familiarise yourself with their writing styles. In fact, referencing a past article in a pitch is a great way to let reporters know you read their work and have an appreciation for the stories they write. Editorial calendars also offer a resource for finding story opportunities in publications that are related to your core business or in those that may be less familiar. Most trade outlets and many general-consumer publications provide an outline of stories that are planned throughout the year. If you see something that’s appropriate, begin your out reach at least a month in advance of the deadline date. Stories have a habit of closing much earlier than anticipated.

Additionally, services like ProfNet allow you to isolate opportunities to pitch your experts and create profiles for reporters to access. Similar to editorial calendars, success has as much to do with speed as it does with a well-crafted pitch. Pay attention and pounce when an opportunity arises. Unearthing the gems in your organisation can lead to a multitude of new opportunities to highlight your company and its employees.Similar to real-life prospecting, the treasure that produces the biggest reward may not be in the most obvious place. While you may want to start your searchin the corner office, it could be that quiet person in the middle cubicle who holds the key to a front-page feature. The only way you’ll know for sure is to keep digging.

Entrepreneur Magazine is South Africa's top read business publication with the highest readership per month according to AMPS. The title has won seven major publishing excellence awards since it's launch in 2006. Entrepreneur Magazine is the "how-to" handbook for growing companies. Find us on Google+ here.

5 Reasons Your Start-up Isn’t Getting The PR You Need

Getting press coverage for your start-up has become increasingly difficult. With an average of 550 000 new businesses starting each month, you’re facing some serious competition to gain traction with your audience. If you don’t take the right approach to PR, you’ll see your competition pass you by.

Exposure doesn’t happen by chance. Behind every great brand story you see in the media, there is a great PR strategy.

Let’s look at some of the most common mistakes that prevent startups from getting the press coverage they desire.

1. Not taking blogging seriously

Blogging on a regular basis is one of the best ways to impact mainstream discourse. A growing number of journalists and reporters are constantly looking for new and interesting story ideas in the blogosphere. You can make your blog a fresh source of news stories by writing about your story and your industry, and by commenting on different aspects of your business.

To get the right press coverage by blogging, ask yourself why your company exists and what problem your product or service solves. Present your story as human and relatable and make sure it is compelling enough to grab the attention of the media.

2. Not networking with relevant journalists

Networking allows you to build a quality relationship with relevant journalists whom you might not have encountered otherwise.

To get quality press coverage, you need to focus on networking with journalists who cover your niche, and to learn what they write about and what their audience likes to share.

Once you have built a connection, you can pitch them the story of your business.

But before you jump in, keep in mind that journalists hear pitches all the time. If you’re sending generic pitches that focus on only yourself, most likely they’ll ignore your proposal. To make your pitch stand out, tailor your story to fit with their beat.

3. Not making your story exclusive to each journalist

Exclusivity is a strong enticement for a news outlet. Not only will it make them more invested in the story, but it will also entice them to get the jump on their competitors.

Assuming you have exclusive-worthy news, the next thing you must decide is what outlet to offer it to so that it has the best chance of reaching your target audience. The goal is to not always reach the broadest audience but to get your news in front of existing and potential customers.

4. Not using the right tools

To build and maintain a great PR presence, you need to use the right tools; ones that help you amplify and monitor your business’s public appeal.

Some of them are:

Help a Reporter Out:HARO is one of the easiest free tools when it comes to pitching the media. It lets you gain access to daily emails from journalists seeking interviews.

Google Keyword Planner:This free tool helps you plan out your blog posts with relevant keywords that people are searching for. Careful word selection will help your blog show up higher in search engines returns.

Keep in mind that they need you as much as you need them, and they are actively looking to build relationships with entrepreneurs. So, don’t be afraid to reach out to them. To get your story covered, you need to find the right reporter and the right publication at the right time and to be authentic.

No matter how good your product is, it may fail if it doesn’t make its way into the public eye. To get the right press coverage, you need to build a strong network of journalists and bloggers writing about your industry.

When you send a pitch, ensure that it stands out and tailor it to fit it with the reporter’s beat. From this list of errors, you can avoid the mistakes preventing you from getting the PR you desire. Fix it and you can increase the visibility of your start-up.

At times, we receive inquiries or communication from people seeking products/services that aren’t in our line of work. It can also be someone who has mistaken you for a certain company that you’re not. It’s easy to dismiss such inquiries, by simply saying you’re unable to assist the person.

Don’t miss an opportunity to publicise your company, treat the enquirer as one of your clients. Take a proactive approach, use this as an opportunity to inform them about your company and the services/products that you offer.

In doing this you are building a reputation for your brand, and introducing your corporation to someone who might have never known about. It might happen in future, that the said person needs your products/services when they remember how you professionally assisted them, then they will come to you.

Another possibility is that at that moment they are connected to someone who needs your services and they don’t know anyone in your field. Should you play your cards correctly, you might gain a client for the future or the present.

Whether this is a walk-in, telephonic or e-mail client, be sure not to regret your interaction with them, have a plan in place, how you will deal with such situation.

1Respond professionally

Your response should be structured in a manner that will make the enquirer feel respected and not embarrassed about the mistake they’ve made. When responding to emails ensure that you do so quickly. Sympathise that you cannot assist them because your company only specialises in different services/products. State clearly what is it that you provide and how you do it.

2Show how you solve problems

In the process of explaining your services/products, demonstrate how you can solve people’s problems or meet their needs. This means that you describe your products/services in detail. However, your description should be a comprehensive summary, consider that the enquirer has a life to live.

3Make your brand visible

When responding to emails, remember to include your logo, motto and other things that your brand is identified by. Your offices should be designed keeping this in mind when someone walks in, they should immediately see your identity.

4Offer samples

If you have samples to give, kindly offer them to the enquirer. Should you have demonstrations/presentations that you do, politely inform the enquirer about them. Let them know how they can get hold of this.

5Provide them with an opportunity to come back to you

You can share your business card with someone you meet, this should have all your contact detail, i.e. telephone, fax, e-mail and social media details. In an email, these should be nicely positioned at the end of your email, as part of your final greeting.

6Refer them to a relevant business

Should you know of any company that offers the services/products they need, refer them to it without hesitation. If possible, provide them with contact details and a contact person to assist them.

How You Can Avoid The ‘Facebook Effect’

As a young entrepreneur, I received my first bit of publicity from a daily in Durban. It was massively exciting and stroked my ego tremendously because after all, what I had achieved was considered newsworthy enough to be published in a newspaper.

There was a big photo of me on page four, with my interview where I talked about the success of a promotion I had conceived and implemented. My friends saw the article and called to congratulate me, and in my distant social circles people discussed my story and congratulated me too.

Perception versus reality

What they didn’t know was that my business was barely breaking even at the time. The perception of my success was very different to my reality. I proudly showed the article to my mentor (naively expecting a pat on the back) and instead he asked: “Do you believe what they say?” “What do you mean?” I said. “Do you believe all the things the journalist has written about you in the article?” he asked again.

I didn’t answer him because I knew deep down that they weren’t all true. I wasn’t the hugely successful businessman that I was portrayed as in the article.

“If you believe all the good things the press write about you, you’ll also believe all the bad things they say. Be grateful for the press, but do not let it govern your emotions.”

Beware curated reality

In today’s era of social media, fake news, memes, and overly filtered photos, it’s very easy to become envious of the perceived lives that others showcase.

Much like the envy we experience when scrolling through our friends’ posts of their expensive destination holidays — where they can be seen showing off their tanned, ripped bodies while sipping expensive champagne — the same type of envy occurs between business owners when they scroll through competitor’s company timelines and witness their competitors winning great awards, attending glitzy launches and receiving kudos from the press.

In my experience, the perception created by these often-boastful social media posts is seldom close to reality. Like the article on my Durban business, what my friends perceived was nowhere near my financial reality.

Be cognisant and sceptical of this curated reality, so that you as a business do not react in one of two ways to a competitor’s posts:

Don’t try to emulate their strategy based on what seems to be working

Don’t end up feeling depressed based on your jealousy of this curated reality.

Instead, your reaction to witnessing these posts should be to:

Frame your competitors’ posts simply as marketing. They have carefully curated these posts to only show followers the great things about their businesses, products and services. The ‘make-up’ hides the imperfections.

Use your emotions to make a change. Use the energy their posts ignite inside of you — not the content they project — and pump that energy into YOUR strategy to reinforce it.

Drive your differentiator harder. Make sure your business stands out as being unique and a thought leader in its industry and not one attempting to copy others. Your differentiator should not be influenced by what you are seeing either positively or negatively.

Always remember, your competitors’ posts represent selective truth-telling because they curate what they want you to see online.

They will never post when times are tough and they are losing clients and not making a profit at the end of the month. Don’t believe everything you see, and most importantly, don’t let these ‘perceived realities’ affect you or your business strategy in any way.